This metric shows the distribution and geographical locations of your followers by country and city. Using this information you can easily determine from which countries or cities the bulk of your subscribers are from. Why can this be helpful? Once you discover where the majority of your subscribers are located you can adjust your content to create even more activity. You can see how adding different hashtags reflect on gaining followers from other countries. Remember, you can also evaluate this metric on your competitors accounts to see where the bulk of their followers are coming from. Understanding where your audience is coming from will help you expand and potentially monetize your Instagram account. All of this is only part of a deep and complex analysis that will help you understand and work with your audience more effectively.